Porsche tops J.D. Power 2007 Initial Quality Study second year running

Porsche enhanced its already considerable reputation yesterday by once again being awarded the number-one nameplate in the J.D. Power and Associates Initial Quality Study (IQS). The IQS measures new-vehicle quality at 90 days of ownership. It captures quality of design and quality of production (defects and malfunctions) problems experienced by owners using a problems-per-100 vehicles (PP100) metric and it’s the results of surveying a whopping 97,000 purchasers and lessees. The study includes quality comparisons by manufacturer, assembly plant, model, and platform. Porsche ranked number one for the second year running, ahead of Lexus, Lincoln, Honda and Mercedes-Benz. Honda, with the fewest problems per 100 among non-premium brands, improved from sixth since the 2006 study.

Mercedes-Benz and Toyota models capture three segment awards each. Toyota models that receive awards are the 4Runner, Sequoia and Tacoma. Mercedes-Benz models that earn awards are the E-Class, SL-Class, and the S-Class. The S-Class ties with the Audi A8 (total) for having the fewest quality problems in the industry, with just 72 problems per 100 vehicles.

Porsche averaged just 91 problems per 100 vehicles, well under the industry average of 125 problems per 100 vehicles.

“The Boxster’s exceptional IQS showing is a testament of its attractive design and outstanding performance,” noted Schwarzenbauer. “As we continue our commitment to excellence and quality as a brand, we expect the Boxster to remain the most popular compact premium sporty car among consumers.”

Ford was the biggest winner in the mass market categories, with five top model segment awards—for the Ford Mustang, Lincoln Mark LT, Lincoln MKZ, Mazda MX-5 Miata and Mercury Milan.

“The 2007 IQS results contain some encouraging and positive news for Ford Motor Company,” said Neal Oddes, director of product research and analysis at J.D. Power and Associates. “Fourteen Ford Motor Company models place in the top three of their respective segments—an achievement unmatched by any other corporation this year—which is a testament to the improvement in quality for Ford Motor Company vehicle models and plants. In addition, their Lincoln nameplate, which receives two segment awards, improves considerably to rank third in 2007, from 12th in 2006.”

The Initial Quality Study serves as the industry benchmark for new-vehicle quality measured at 90 days of ownership and captures problems experienced by owners in two distinct categories—quality of design and quality of production (defects and malfunctions). Over the past 20 years, the automotive industry has improved in quality at the rate of 6 percent per year on average—a 20-year improvement rate of more than 120 percent. In addition, the study has found that the automotive industry has reduced problem counts by 50 percent every 7 to 8 years.

The study finds that vehicle redesigns and product launches create quality challenges for manufacturers as they continue to develop and introduce new and advanced automotive technologies. On average, a vehicle redesign increases problem counts by 10 problems per 100 (PP100) vehicles.

“Ideally, manufacturers should aim to achieve high initial quality when launching a new model, since this builds a strong foundation for future years and can become a differentiating factor relative to the competition,” said Oddes. “One year after launch, initial quality begins to improve by an average of 7 PP100. If a model launches with lower initial quality, it is more difficult for the manufacturer to keep pace with the competition over time.”

...continued